Bing referrals: what strategy in 2023

For most sellers, Google It is the only thing that comes to mind when we talk about SEO or SEO. It is generally believed that once we have managed to please the search giant, the other search engines will follow us and send us traffic. Most people are unaware that the second most popular search engine in the world It can also be a very profitable channel.

Indeed, if Google were to continue to dominate the global web search market in 2022, with a share of 83.84%challenging search engines like Microsoft Bing have gained ground in recent years.

In this article we will see how to optimize your SEO on Bing in 2023 to drive more traffic to your website and increase your sales.

Why is Bing SEO important in 2023?

In the last three years, the market share of Bing has passed from 3.99% to 8.88%.

It must be said that currently the war is being waged between the web search giants, especially with the advent of the latest revolution in terms of artificial intelligence: ChatGPT.

In order not to be left behind open AIthe American company behind ChatGPT, Google released in early February 2023 its alternative to ChatGPT, called “ Bard “. This AI will be responsible for taking Google’s search engine to a whole new level. For its part, Microsoft presented, a day after Google’s announcement, its new Bing that coincidentally integrates ChatGPT technology.

Like Google, Bing (or “ Microsoft Bing ”) offers a wide range of search services, including web search, video search, image search, and a map service.

Although it lives in the shadow of Google, Microsoft’s search engine has gained ground in recent years. Google keep a part of 83.84% of the world market, that is, a decrease compared to 89.95% market share three years ago. During the same period, the market share of Bing has passed from 3.99% to 8.88%.

Set, Bing and Google they currently have almost 93% of the global search engine market share. yahoo (now powered by Bing) comes after with 2.55%followed by Yandex et Baidu (the most used search engines in Russia and in Mountain range respectively).

This is due in large part to the intense rivalry between Bing and Google that points of divergence have appeared between the two search engines, driven by the need to differentiate themselves and thus increase their market share.

In short, even if Google is the dominant search engine, it may be worth do not bet everything on a single search engine. By getting referenced on Bing in addition to Google, you can increase your visibility online and attract a different audience.

Bing vs Google: differences in ranking factors

meta descriptions they play a much bigger role in a website’s Bing rating than it does in Google’s rating.

There are many similarities in the SEO ranking factors considered by Google and Bing. However, it is also clear that there significant differences in the weighting applied to certain ranking factors when comparing results from Bing and Google.

Many of the differences between the ranking processes of Bing and Google lie at the intersection of technique and content in SEO. For example, metadata processing and other signals on a web page differ significantly between the two search engines, largely due to the different ways they try to understand sites on the web.

In particular, meta descriptions they play a much bigger role in a website’s Bing rating than it does in Google’s rating. Similarly, Bing pays more attention to the presence of target keywords in the anchor textwhile Google does not focus so much on this element.

Also note that Bing relies more on conventional data to understand the content of a website: keywords, page titles, and metadata. Google, by contrast, pays less attention to these factors due to its better interpretation of language in context (especially since the arrival of RankBrain and BERT updates). In general, this makes Google SEO more difficult than Bing SEO.

To go further, feel free to read our article (quoted on the SemRush blog) on ​​the SEO differences between Bing SEO and Google SEO:

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